Recruitment on the Rise: How can UK universities prepare for 2021?

After reading the Wonke 360 report, one thing stood out as a major problem facing HE in the UK: recruitment. Whether it’s the recruitment of EU students amidst the uncertainties of Brexit, or a decrease in demand for international education from the likes of China, recruitment has got everyone talking. Recruitment of home students in a climate of increased competition, however, seems to be causing particular concern.

So what’s the problem? Put simply, the population of 18-year-olds in the UK has been dropping since 2009.

Graph from the ONS (2018)

With fewer 18-year-olds available to fill spaces, institutions have limited options:

• Engage in battle with competing unis, convincing potential students that their teaching is top notch, their graduates have the best prospects and their SU bar sells the cheapest pint (or coffee).
• Lower entry requirements in order to get bums on seats, even if those bums aren’t quite the right fit for the institution or the programme.
• Risk falling student numbers and greater financial uncertainty which, let’s face it, isn’t really a viable option.

So how can our universities weather the recruitment storm? With the number of 18-year-olds set to increase from 2021, and therefore the demand for higher education, Wonkhe 360 states that some of the reports’ respondents plan to just try and survive and stick it out. But what happens when we get to 2021? Will universities be fully equipped to cater for increased student numbers after facing such a lengthy drought?

Some universities are clearly taking action now — from Kortext HQ on the south coast I can currently see three new student accommodation buildings that are due to open this September. Making sure universities have enough physical space to house and educate their new recruits is one step, but being able to provide an exceptional university experience is entirely another. When student numbers inevitably start to climb, experience and outcomes shouldn’t suffer.

In particular, access to resources is something which lies close to our hearts. There are three things we believe when it comes to accessing resources:

1. Provision of resources should be sustainable in terms of cost and environment
2. Resources should be available to every student, whether they are on-campus, at a distance, domestic or international
3. Core resources shouldn’t come at an extra cost to the student, to ensure value for money and inclusivity

We can’t expect to provide a quality learning experience for students without resources that are sustainable, scalable and available. This isn’t to say that universities should hand everything to students on a plate. Rather, resources that students need to use in order to succeed in any given programme should be easily accessible to every student and, simply put, printed resources aren’t the best fit for the job. With predictions and trends pointing to increased student numbers and a focus on international recruitment, digital resources give universities an option which is truly sustainable, scalable and available.

As well as helping to prepare for the future, considering how to scale resource provision now can also help to address current concerns over recruitment. One respondent in Wonkhe’s report emphasised students’ consumerist behaviour, something which is only increasing amid rising tuition fees. Students want value for money. When a student commits to their university application, they also commit to thousands of pounds worth of debt. What students really want to know is ‘Which university will make that debt worth it?’ or even ‘Which university will make that debt slightly less?’. THE claims the average student will spend £60 a month on textbooks and other equipment, and if the average student studies from September to May each year, that’s £1,620 over a three-year degree. We all know student loans and grants are often barely enough to cover accommodation costs, so the additional cost of resources is overwhelming for many, and rather than seeking cheaper alternatives some will simply not bother. And, if a student knows they can’t afford the necessary books and equipment to succeed, will they even apply in the first place? Alleviating some of the pressure from student’s pockets will undoubtedly help universities stand out from their closest competitors, but could also help attract students who otherwise wouldn’t have considered higher education a viable option at all.

Everyone involved in UK higher education knows we’re facing turbulent times, with recruitment and student numbers lying at the heart of some key issues. But, with the population of 18-year-olds set to soar from 2021, there’s a small light at the end of the tunnel. Universities should buckle up for a bumpy ride and start preparing for the future — the journey starts now.

Originally published at https://www.kortext.com on May 21, 2019.